The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy

by David Forbes

Book Overview

In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.

• Format: Hardcover
• Language: English
• ISBN: 1137502037
• ISBN13: 9781137502032
• Release Date: June 2015
• Publisher: Palgrave MacMillan
• Length: 254 Pages
• Weight: 1.00 lbs.
• Dimensions: 1.0" x 6.0" x 9.3"